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Clicks on Amazon Prime Keywords Increased 59% After ‘Prime Day’ 2015

Tomorrow Amazon.com will hold its second annual Prime Day, the one-day sales event that offers special discounts on a host of merchandise for shoppers who subscribe to the Amazon Prime service.

The fact that Amazon has made Prime Day an annual event is not surprising considering that it reported last year’s event, held on July 12 as well, was its highest sales day to date (surpassed only by Black Friday later in the year). However, single-day sales figures may not be the only metric by which to judge success for Prime Day.

AdGooroo examined U.S. Google paid search activity on 6 Amazon Prime-related keywords from July 2014 through June 2016, including the terms ‘amazon prime’ and ‘amazon prime day’, and identified a rather notable trend: consumer clicks on Amazon Prime keywords increased by 59% in the 12-month period since the first Prime Day was held compared to the preceding 12 months.

Breaking down the numbers, from July 2014 through June 2015 there was an average of 956,000 consumer clicks per month on U.S. Google desktop text ads served for the 6 Amazon Prime keywords. In July 2015, the month of the first Prime Day, clicks on ads for those same keywords shot up to nearly 1.7 million and have stayed at that range since, averaging 1.5 million clicks per month in the 12-month period from July 2015 through June 2016. Incidentally, only December 2015 saw more clicks on ads served on the Amazon Prime keywords than July 2015: 2.2 million clicks vs. 1.7 million clicks, respectively.

Although there were 51 different advertisers sponsoring the 6 Amazon Prime-related keywords we studied, the overwhelming majority of clicks were on ads from Amazon.

It does not seem coincidental that the surge in clicks on ads served for the Amazon Prime keywords began in July 2015, the month of the first Prime Day. Rather, the boost in clicks likely represents the beginning of a concerted effort on the part of Amazon to increase membership in the Amazon Prime service, starting with driving awareness of Prime Day. Since the inaugural Prime Day last year, Amazon has added various new services to Amazon Prime (including a monthly subscription option that highlights its video streaming service), which may have contributed to the continued momentum in Amazon Prime keyword-related ad clicks in the ensuing months.